- In addition to managing the group,…the moderator must also manage the backroom.…By backroom we are referring to the place…where clients are observing the research live.…Most often, this is in a room with a one-way mirror…into the focus group room at the focus group facility.…There are several key aspects to managing the back room.…Making sure that observers are comfortable…during the research is key.…The backroom experience plays a huge role…in overall project satisfaction.…Do not underestimate the importance…of small things that seem trivial.…

What are some considerations for the backroom experience?…Make sure the room is big enough…for the number of observers…and that it is well ventilated.…Ask the facility to show the client…how to control the temperature.…Sitting in stifling room makes people grumpy and sleepy.…Food is a major factor in the experience.…Snacks, caffeine and interesting meals are important.…Ask observers what they need and want.…Observers have to take care of other business…during the research.…

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Released

10/6/2016

Learn what your customers really want. Use qualitative marketing research, the tool successful companies like Proctor & Gamble and Disney use to get to know their customers. Expert Cheryl Ladd walks you through the best practices and process of gathering qualitative research. Learn how qualitative research fits within your marketing efforts, and find out how to conduct a new research project, from selecting the right methodology to moderating your group.